巴西移动运营商用户分析报告：Tim-外文版培训课件2024.7联通电信

CONSUMERS&BRANDSMobile

carriers:

Tim

customersin

BrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTimcustomers

inBrazil:

whotheyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Timcustomers

inBrazil

(’’brandusers’’)againstBrazilian

smartphone

users

ingeneral(’’category

users’’),

and

theoverall

Brazilian

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Brazil)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

25%,

Tim

is

one

of

the

top

3

mobile

carriers

in

BrazilManagement

summary:

brandusageand

competitionTop5most

used

mobile

carriers

inBrazilClaro36%Vivo33%TimOi25%3%FiqueMóvel

0%4Notes:"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=1,977

smartphone

usersConsumer

Insights

Global

as

of

June

2024Sources:The

share

of

smartphone

users

using

Tim

grew

by2

percentage

points

since

Q1of

2021Management

summary:

brandusagetimelineTimeline

of

smartphone

usersusing

Tim27%27%26%26%26%25%25%25%25%25%24%23%23%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=476-

536

Tim

customers,n=1963

-

2068

smartphone

usersConsumer

Insights

Global

as

of

June

2024Sources:Tim

customers

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Timcustomersandsmartphone

usersoverall

isfairlysimilar.Being

successful

ismore

important

toTimcustomers

than

toothersmartphone

users.42%

ofTimcustomers

statethattheyareconcerned

thattheirdata

isbeingmisused

ontheinternet.YouTube

ismore

popularamong

Timcustomers

thantheaveragesmartphone

user.There

is

afairlyeven

splitofmale

andfemale

Timcustomers.Timcustomers

havesimilarinterests

ascustomers

of

othermobile

carriers.19%

ofTimcustomers

are

earlyadopters,

when

itcomes

toinnovation.Timcustomers

remember

seeing

adsonsocial

media

more

often

than

theaverage

consumer.Timhasasmaller

share

ofcustomerswith

alow

income

thanothermobilecarriers.50%

ofTimcustomers

havetech

orcomputers

asahobby.Unemployment

is

ofparticularconcerntoTimcustomers.Smartphone

users

ingeneral

and

Timcustomers

specifically,

liveinsimilartypeofcommunities.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Tim

customers

and

smartphone

users

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users29%28%29%40%41%40%26%25%26%4%5%5%Category

usersAllrespondentsGeneration

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=495

Tim

customers,n=1,977

smartphone

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Tim

customersDemographic

profile:

genderGenderofconsumersinBrazilBrand

users52%53%52%48%47%48%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=495

Tim

customers,n=1,977

smartphone

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024The

education

level

of

Tim

customers

and

smartphone

users

are

similarDemographic

profile:

educationConsumer’s

level

of

educationinBrazil38%37%36%36%36%35%10%

9%9%

9%

9%8%4%

3%4%

4%3%2%2%

2%

2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=495

Tim

customers,

n=1,977smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Tim

has

a

smaller

share

of

customers

with

a

low

income

than

other

mobilecarriersDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users38%35%27%Category

usersAllrespondents36%33%31%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarilyused

smartphone/mobile

phone?";

Single

Pick;Base:n=495

Tim

customers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024The

living

arrangements

of

Tim

customers

and

smartphone

users

overall

aresimilarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live29%29%28%24%

24%23%20%

20%

20%9%

9%8%8%8%7%7%

7%Multi-6%4%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";Single

Pick;Base:n=495

Tim

customers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Smartphone

users

in

general

and

Tim

customers

specifically,

live

in

similar

typeof

communitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil34%33%32%25%23%22%17%17%15%13%13%12%11%10%10%4%

4%

4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=495

Tim

customers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

20249%

of

Tim

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users9%9%9%86%88%4%3%4%Category

usersAllrespondents88%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=495

Tim

customers,n=1,977smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

Tim

customers

than

to

other

smartphoneusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil60%61%60%44%43%41%46%45%42%34%33%29%29%33%27%26%26%25%29%27%25%23%20%22%11%12%12%6%

6%5%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipSafety

andsecurityLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

SinglePick;Base:n=495

Tim

customers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Tim

customers

have

similar

interests

as

customers

of

other

mobile

carriersConsumer

lifestyle:

main

interestsTop10

interestsofTimcustomers

inBrazil61%60%62%60%60%61%55%56%48%51%47%52%47%45%49%48%48%44%47%38%41%39%43%41%42%41%40%39%38%38%Health

&fitnessMovies,TVshows&musicFinance&economyTravelScience

&technologyFood

&diningSportsFamily

&parentingFashion&beautyCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=495

Tim

customers,n=1,977

smartphoneusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202450%

of

Tim

customers

have

tech

or

computers

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTimcustomers

inBrazil50%

47%45%44%46%45%41%42%40%45%

44%40%42%39%41%38%40%40%40%39%39%38%38%36%38%37%34%32%35%34%Tech

/computersTravelingOutdooractivitiesVideo

gamingReadingCooking/bakingPetsShoppingDoing

sportsandfitnessSocializingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=495

Tim

customers,n=1,977

smartphoneusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Tim

customers

participate

in

similar

sports

and

activities

as

other

smartphoneusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTim

customersinBrazil22%22%22%22%21%21%15%16%15%14%13%12%13%13%13%12%11%10%10%

10%9%8%8%

8%8%

8%Yoga

/7%7%

7%6%SoccerFitness,aerobics,

cardioRunning/joggingCyclingSwimming/DivingDancingVolleyball

/Beach

VolleyballHikingBasketballpilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=257

Tim

customers,n=1,015

smartphone

users,n=6,011

all

respondentsConsumer

Insights

Global

as

of

June

2024Tim

customers

follow

similar

sports

leagues,

teams,

and

competitions

ascustomers

of

other

mobile

carriersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTimcustomers

inBrazil40%40%38%18%16%19%18%17%16%10%11%11%10%10%10%9%9%9%9%9%9%

9%9%

9%9%8%8%8%8%8%SoccerBasketballVolleyballMixedMartial

ArtsMotorsportsAthletics(track&

field)BoxingSwimming/divingTennisAmericanfootballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=213

Timcustomers,n=865

smartphone

users,n=5,086

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

the

internet•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2142%

of

Tim

customers

state

that

they

are

concerned

that

their

data

is

beingmisused

on

the

internetConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inBrazil67%

67%66%52%51%49%49%49%48%45%

45%43%42%40%

40%Itisimportant

tometohavemobileinternet

access

inanyplaceatanytimeThere

is

agood

mobilenetwork

coverage

inmy

area

(e.g.,dataIactively

dosomething

fortheprotection

of

my

dataHavingaccess

tothelatest

cellularnetworktechnology

(5G)

isimportant

to

meI’mconcerned

thatmydata

is

beingmisusedon

theinternetspeed,

callstability)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=495

Tim

customers,

n=1,977

smartphone

users,n=2,025

all

respondentsConsumer

Insights

Global

as

of

June

202419%

of

Tim

customers

are

early

adopters,

whenit

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil43%42%41%22%21%20%19%18%17%16%16%16%3%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=495

Timcustomers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Unemployment

is

of

particular

concern

to

Tim

customersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoTimcustomers69%67%65%70%63%63%62%68%65%64%63%56%62%56%55%59%57%56%56%55%53%46%47%44%35%34%33%37%34%32%UnemploymentPovertyCrimeEducationEconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityEnvironmentGovernmentdebtHousingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobilephone?";

Single

Pick;

Base:

n=495

Tim

customers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Tim

customers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users24%25%26%21%21%19%37%36%18%19%18%Category

usersAllrespondents37%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

theprovider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=495

Tim

customers,n=1,977

smartphone

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsYouTube

ismore

popular

among

Tim

customers

than

the

average

smartphoneuserMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand89%89%82%87%

88%76%80%

80%76%50%52%49%37%35%30%30%37%37%32%31%29%30%29%23%12%11%6%12%9%9%Instagram

YouTubeFacebookTikTokKwaiX(Twitter)

PinterestLinkedInTwitchSnapchatBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobilephone?";

Single

Pick;

Base:

n=112

Tim

customers,n=485

smartphone

users,n=3043

all

respondentsConsumer

Insights

Global

as

of

June

2024Tim

customers

and

smartphone

users

in

general,

tend

to

consume

similarmediaMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks84%

83%81%80%79%79%68%

67%65%64%

63%62%55%54%52%49%50%48%45%

46%44%31%29%28%20%

20%19%18%Daily19%18%12%

10%10%TVDigitalvideocontentMovies

/cinemaDigitalmusic

OnlinenewsPodcastsRadioOnlinemagazinesMagazinesWeeklynewspapers

newspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=495

Tim

customers,n=1,977smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Tim

customers

remember

seeing

ads

on

social

media

more

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTimcustomers

inBrazil

have

come

across

digital

advertisinginthepast4weeks58%60%56%50%53%48%41%39%39%38%39%38%35%35%29%31%26%25%25%24%29%28%26%23%20%24%23%18%17%19%Video

portalsSocial

media

Video

streaming

OnlinestoresservicesWebsitesandappsof

brandsMusicportalsPodcastsVideo

gamesEditorialwebsitesandappsSearch

enginesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=495

Timcustomers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Non-digital

advertising

touchpoints

of

Tim

customers

are

similar

to

those

of

allsmartphone

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks63%60%59%40%39%

39%31%30%30%28%

28%

29%23%23%23%15%

15%14%13%11%

12%9%

9%8%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=495

Timcustomers,n=1,977

smartphone

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of